Investment in Sales Coaching is a Long-Term Play, but Research Proves its Effectiveness

0
142

Share on LinkedIn

At ValueSelling Associates, we’ve recently completed a study that finds 67% of B2B companies that have a multi-year sales coaching program in place experience high revenue growth.

In addition, the research found that 60% of high-growth companies use coaching as an integrated part of a sales training program.

Great sales leaders know there is a cause and effect relationship between developing their teams and achieving their revenue goals. A winning sales team uses a consistent sales methodology and implements sales coaching as an essential part of a sales training program to make sure the entire customer-facing team will reach their next level of performance and excellence.

ValueSelling Associates, Inc. and Training Industry, Inc. surveyed online 330 U.S. learning professionals responsible for sales training within a wide range of industries to explore the role of sales coaching within B2B companies.

Key study findings include:

Measuring the impact of your sales coaching program is of critical importance. Companies with the best coaching programs measure the impact of coaching in many ways to get a complete picture of their performance. High-growth companies expect significant outcomes from their investment in sales coaching, including:
o Individual productivity (63%)
o Customer satisfaction (59%)
o Individual quota achievement (58%)
o Employee satisfaction (51%)
o Bottom-line growth (55%)

Top 5 most effective coaching skills. The best sales coaching programs focus on a wide range of skills. No two sales engagements are the same, and sellers need a broad skill set to consult with clients and close deals. These five skills were always or almost always effective when supported by sales coaching in high-growth companies:
o Listening/communication skills (67%)
o Product/service knowledge (67%)
o Presentation skills (63%)
o Sales process (62%)
o Engaging prospects (55%)

Serving the entire sales organization with sales coaching enables the sales function to operate at a high level. High-growth companies focus on a variety of sales roles, and provide sales coaching to:
o Customer service reps (61%)
o External/field sales reps (57%)
o Business development personnel (54%)
o Internal/digital sales reps (43%)

Top 4 methods high-growth companies use to develop sales coaches within their organization include:
o Pair existing coaches with new coaches (58%)
o Provide training courses aimed at basic coaching competencies (56%)
o Send potential coaches to external programs or certification courses (54%)
o Hire external coaches to train internal coaches (40%)

To download the ValueSelling Associates and Training Industry e-book, “Maximizing Performance with Sales Coaching,” visit: https://www.valueselling.com/maximizing-performance-with-sales-coaching The e-book shares best practices used at high-revenue growth companies to manage effective sales coaching programs.

To download the accompanying infographic, visit: https://www.valueselling.com/hubfs/Infographics/VSA_Infographic_MaxPerformanceSalesCoaching011320.pdf

infographic
7 Sales Coaching Best Practices
Julie Thomas
Julie Thomas, President and CEO of ValueSelling Associates, is a noted speaker, author, and consultant. ValueSelling Associates delivers sales training and coaching that helps sales organizations compete confidently on value, not price. The company has been selected as a Top Sales Training provider by Training Industry and Selling Power, and the Gartner Magic Quadrant for Sales Training Service Providers. Get in touch at [email protected].

ADD YOUR COMMENT

Please use comments to add value to the discussion. Maximum one link to an educational blog post or article. We will NOT PUBLISH brief comments like "good post," comments that mainly promote links, or comments with links to companies, products, or services.

Please enter your comment!
Please enter your name here